As pretty much any smartphone user has noticed by now, mobile ads with calls to action involving app installs have gained significant traction among brands and app developers. Whether your app exists as an end unto itself—for example, as a game with in-app purchases—or as a means for branding and extra touchpoint with customers, getting it into the app store is not enough. You also have to get it onto people’s phones.

There are organic means to do so, but paid ads have become popular as a way to get the word out about apps and help distribute them across more handsets. And according to research from Tune, paid installs do more than just get one conversion. In most app categories, there is a correlation between paid app installs and organic distribution of the same apps. Read the rest at eMarketer.